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Content Merchandising Roundup #19

Posted by on May 11, 2012

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FROM CONTENT PING:
Weekly Content Critique: Suit Yourself
This week’s content critique looks at the underwhelming attempt by Men’s Warehouse to convince Millennials it’s cool to own a suit.

Expedia’s Emily Pearce: User Reviews Rule the Roost
A behind-the-scenes look at how the travel site Expedia manages the 20,000 user reviews they receive each week.

User-Generated Content’s Role in Merchandising: Part I
How are retailers keeping up with the demand for user-generated content? And why do so many brands resort to underhanded methods to generate positive reviews of their products?

E-COMMERCE:
Amazon Adds Low-Priced Impulse Buys to Its Product Lineup

Amazon has launched an “Add-on Program” that lets consumers buy single-sized versions of products Amazon normally sells only in larger quantities. The e-tailer describes the program as a way to offer low-priced items–mostly in the food and personal care categories–that would otherwise cost too much to ship on their own.

Fewer Stores, More Digital Shoppers
Chain retailers have stopped expanding their store count in favor of focusing on their e-commerce operations.

Single-Channel Focus Drives Growth
Led by Amazon, web-only retailers grew their combined web sales 31.8 percent to $73.39 billion in 2011 from $55.68 billion in 2010.

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Question of the Week

If c26 implemented a 10% policy for side projects at work, what would your first project be?

I would write a script for a video/slideshow presentation that takes viewers on the journey of an online shopper who jumps from one retail site to the next, clicking on user reviews, videos, Walmart pages, etc. The aim would be to show how customers engage with the content we create and help define content merchandising vs. marketing as well as show the efficacy of product videos.

Dave McCaul
Project lead, content26

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